TEST BANK
Digital Marketing Excellence
6th Edition by Dave Chaffey
Complete Chapter Test Bank are
included (Ch 1 to 10)
** Immediate Download
** Swift Response
** All Chapters included
,Ch 01 6e
1 The review of how software and online services can support
implementation of digital marketing is known as
(A) Software as a Service (SaaS)
(B) Martech audit
(C) SEO gap analysis
(D) Marketplace analysis
(E) None of the above
Answer: (B) Martech audit
Feedback: Martech is short for Marketing Technology. It often includes SaaS.
2 Site engagement measures are…
(A) Unique visitors
(B) Bounce rate
(C) Duration
(D) Pages per visit
(E) Cost per sale
Answer: (B) Bounce rate
(C) Duration
(D) Pages per visit
Feedback: It's useful to use all three of these measures for evaluating consumer engagement with a site
3 Which two parts of SOSTAC® most closely relate to applying digital
analytics
(A) Situation
(B) Objectives
(C) Strategy
(D) Actions
(E) Control
Answer: (B) Objectives
(E) Control
Feedback: The goals and KPIs set at the analytics stage must be reviewed through analytics as part of control
4 The 2 Ss in SOSTAC® stand for…
(A) Sell
(B) Speak
, Ch 01 6e
(C) Situation
(D) Speak
(E) Strategy
Answer: (C) Situation
(E) Strategy
Feedback: The other elements are part of the 5S
5 The RACE marketing planning framework is structured around
(A) Customer service activities
(B) Customer lifecycle activities
(C) Customer acquisition activities
(D) Customer advocacy issues
(E) Customer lifetime value issues
Answer: (B) Customer lifecycle activities
Feedback: RACE stands for Plan-Reach-Act-Convert-Engage
6 The best measure used to review and control the cost of new
customers is
(A) Cost per click (CPC)
(B) Earnings per click (EPC)
(C) Cost per thousand (CPM)
(D) Allowable cost per acquisition (CPA)
(E) Cost per auction (CPA)
Answer: (D) Allowable cost per acquisition (CPA)
Feedback: Budgets should be set with a maximum CPA defined
7 Communications strategy relates to which of the 5S benefits of digital
marketing
(A) Sell
(B) Speak
(C) Serve
(D) Save
Digital Marketing Excellence
6th Edition by Dave Chaffey
Complete Chapter Test Bank are
included (Ch 1 to 10)
** Immediate Download
** Swift Response
** All Chapters included
,Ch 01 6e
1 The review of how software and online services can support
implementation of digital marketing is known as
(A) Software as a Service (SaaS)
(B) Martech audit
(C) SEO gap analysis
(D) Marketplace analysis
(E) None of the above
Answer: (B) Martech audit
Feedback: Martech is short for Marketing Technology. It often includes SaaS.
2 Site engagement measures are…
(A) Unique visitors
(B) Bounce rate
(C) Duration
(D) Pages per visit
(E) Cost per sale
Answer: (B) Bounce rate
(C) Duration
(D) Pages per visit
Feedback: It's useful to use all three of these measures for evaluating consumer engagement with a site
3 Which two parts of SOSTAC® most closely relate to applying digital
analytics
(A) Situation
(B) Objectives
(C) Strategy
(D) Actions
(E) Control
Answer: (B) Objectives
(E) Control
Feedback: The goals and KPIs set at the analytics stage must be reviewed through analytics as part of control
4 The 2 Ss in SOSTAC® stand for…
(A) Sell
(B) Speak
, Ch 01 6e
(C) Situation
(D) Speak
(E) Strategy
Answer: (C) Situation
(E) Strategy
Feedback: The other elements are part of the 5S
5 The RACE marketing planning framework is structured around
(A) Customer service activities
(B) Customer lifecycle activities
(C) Customer acquisition activities
(D) Customer advocacy issues
(E) Customer lifetime value issues
Answer: (B) Customer lifecycle activities
Feedback: RACE stands for Plan-Reach-Act-Convert-Engage
6 The best measure used to review and control the cost of new
customers is
(A) Cost per click (CPC)
(B) Earnings per click (EPC)
(C) Cost per thousand (CPM)
(D) Allowable cost per acquisition (CPA)
(E) Cost per auction (CPA)
Answer: (D) Allowable cost per acquisition (CPA)
Feedback: Budgets should be set with a maximum CPA defined
7 Communications strategy relates to which of the 5S benefits of digital
marketing
(A) Sell
(B) Speak
(C) Serve
(D) Save
